8h. Memo

2023 Tourism Marketing Support Program

AGENDA MEMORANDUM                        Item No.          8h 
ACTION ITEM                            Date of Meeting      January 24, 2023 
DATE:     1/6/2022 
TO:        Stephen P. Metruck, Executive Director 
FROM:    Dave McFadden, Managing Director, Economic Development Division 
Nick Leonti, Director of Tourism Development 
SUBJECT:  2023 Tourism Marketing Support Program (TMSP) 
Amount of this request:                 $200,000 
Total estimated project cost:            $200,000 
Request Commission authorization of the 2023 Tourism marketing grant program (TMSP) and
authority for the Executive Director to approve execution for all related contract agreements for
the 2023 selected Tourism Marketing Support Program recipients in an amount not to exceed
The 2023 Tourism Marketing Support Program will be in its eighth year. It has been an impactful,
collaborative, and mutually beneficial program for the Port of Seattle, destination marketing
organizations (DMOs) and other nonprofit organizations. For 2023, $200,000 has been allotted 
for the program. The source of funds is the Port property tax levy. 
The Port of Seattle’s co-operative tourism marketing support program boosts the economic value
of tourism across the state. This program has been effective in promoting Washington State and
the use of Port facilities. The program is intended to provide matching support of up to $10,000
to non-profit destination marketing organizations (DMO’s), attractions, cities, counties, and
chambers of commerce which can effectively market their destination to non-resident visitors
traveling to our state.
The grant funds are used for advertising, publicizing, promoting events or conducting research to
attract visitors. Marketing efforts for the Tourism Marketing Support Program include promoting
our natural scenic beauty, outdoor recreation, cultural attractions, online digital marketing
campaigns, promotion of Washington’s growing wine and craft brewery industry, and networking
with tour operators and travel media. 
Applications are reviewed by committee and given a score out of 100pts. All proposed projects
will be evaluated for how they address equitable, sustainable and responsible tourism. As part of

Template revised January 10, 2019.

             COMMISSION AGENDA – Action Item No. 8h                                  Page 2  of 7
Meeting Date: January 24, 2023 

the Port’s efforts to address equity, diversity and inclusion, adjustments to the scoring system
have put even more emphasis - 25% of the total score (up from 15%) - for EDI and responsible
tourism projects. Projects that make overcrowding, environment, and inclusivity a priority will be
scored higher than those that do not. 
Since the program’s inception over $1,960,000 in tourism marketing investments have been
made to market Washington State destinations and Port travel gateways. 
Marketing, promotion, and outreach plans include: 
• Communicating to an ever-growing data base of over 270 different organizations via
email.  The data base includes a roster of over 130 cities, chambers, and destination
organizations, 24 cultural and ethnic attractions, 17 outdoor recreational organizations
and 35 tribal contacts. 
• Prominent positioning of the grant program application process information, together
with video testimonials from previous recipients, will be available on the Tourism
Development section of the Port’s external website.
• Conducting two virtual Information Sessions which is open to all registered attendees. 
• Speaking at various organization meetings, one-on-one meetings with destination
marketing organizations, chambers, city officials, and nonprofit organizations. 
• Direct contact via phone and email. Drawing from past emails and our data base of
contacts over the course of the year, calls will continue to be made to potential applicants
encouraging their participation. 
Tourism Marketing Support Recipients 
The Port of Seattle is advancing tourism in Washington State by implementing an annual partner
grant program with local destination marketing organizations. 
In 2022, the Port and its partners invested over $310,000 in grant-funded projects across
Washington State. The Port made 25 grant awards for a total of approximately $183,000 and
local organizations provided over $127,000 of match funding to support the 2022 program. 
These programs included digital marketing, social media, familiarization tours, media hosting,
travel trade sales activity and more. Grants enabled participants to embrace destination
stewardship and responsible travel, showcase cultural resources, focus on DEI, reach new
audiences and keep their destinations/attractions top-of-mind for potential visitors.
Within the last seven years of the program 268 applications have been received and 156 projects 
were awarded, netting over  $1,960,000  in additional marketing promotional  efforts for
Washington tourism. The matching funds program promotes use of Port facilities and tourism
growth throughout the state. 

Template revised June 27, 2019 (Diversity in Contracting).

             COMMISSION AGENDA – Action Item No. 8h                                  Page 3  of 7
Meeting Date: January 24, 2023 

The results or benefits include generating additional travel awareness, interest and positively
impacting Washington State economic development and tourism.

2022 Awarded Recipients 
Port of Seattle
Organization Name                                          Summary of Proposed Project 
Awarded Amount

SnoValley Chamber of                     Collaboratively create an outdoor recreational tourism guide, host media
Commerce                            familiarization tours for social media advertising campaign. 

Create and market new tour itinerary for the Native American Heritage
Visit Kitsap                      $5,000       Program in collaboration with American Cruise Lines. Media familiarization
tour included. 

Ballard Alliance / Visit                        Marketing campaign showcasing videos targeted to direct flight markets in
Ballard                                        CA and NV. 

Digital, print, and broadcast advertising to target markets in CA, CO, NY and
Burke Museum
$10,000      ad campaign geotargeting out-of-state visitors highlighting PNW Native
culture exhibits. 
Create an advertising marketing campaign using geolocation technology,
City of Renton                  $10,000       highlighting multi-cultural events, global cuisine, outdoor adventurers, and
proximity to SEA Airport. 
Create audio tour companion to Japanese American Exclusion Memorial
Visit Bainbridge Island          $10,000       and host media familiarization tours for social media advertising to out-ofstate
visitor markets. 
African Chamber of                       Create a strategic social media and online advertising marketing campaign
Commerce of the Pacific       $9,000       for visitor markets in Africa. Revise website to promote cross-cultural
Northwest                                learning, awareness of tourism events and activities in WA State. 
Print article and social media campaign, CA target markets, for Julefest,
National Nordic
$8,000       Nordic holiday celebration in collaboration with Icelandair and Reykjavik
Sister City. 
Professional photographer to accompany diverse out-of-state social
Visit Tri-Cities                   $5,000       influencers on media familiarization tour to promote destination's wine
country and outdoor recreation activities. 

Template revised June 27, 2019 (Diversity in Contracting).

             COMMISSION AGENDA – Action Item No. 8h                                  Page 4  of 7
Meeting Date: January 24, 2023 

Seattle Architectural                         Targeted social media advertising campaign to increase the number of out- 
Foundation                                of-state visitors, showcasing local architecture highlights and walking tours. 

Seattle Good Business
Create a print and social media advertising marketing campaign and mobile
$10,000      responsive website highlighting Seattle's independent manufacturing
culture and community to out-of-state visitors. 
Washington State                        Refresh website, print and social media marketing of GeoTour, promotion
Geocaching Association                     collaboration with four cities, geocaching businesses. 
Produce/publish 40 videos targeting out-of-state visitors, social media
Harbor WildWatch            $6,000      advertising campaign highlighting amazing wildlife and unique eco-tourism
Create a digital video advertising campaign to targeted visitor markets from
City of Kirkland                 $10,000 
CA. Focus on destination's nature, adventure, and outdoor activities 
To attract outdoor out-of-state enthusiasts, social media advertising
Snohomish County            $5,000      campaign includes video, photos, and featured story of family-owned small
business in Index to promote responsible adventure experiences. 
To reach a wider visitor audience to this wine country, social media
marketing campaign will include three videos, still photography - focused
Visit Walla Walla               $10,000 
on trail running, cycling, skiing and snowboarding - targeting San Francisco
and Chicago visitor markets. 
As a new destination marketing organization (DMO), attending identified
premier travel trade shows will establish professional and media
Skagit Tourism Bureau         $10,000 
partnerships - domestic and international. In addition, will host media
familiarization tour. 
Develop a "Tales of Adventure" trip and travel guide publication for print
Coulee City Chamber of
$10,000      and online social media marketing campaign, including created high quality
aerial drone footage video. 
Develop core messaging highlighting outdoor recreation, stewardship and
Mountains to Sound
$8,000       responsible visitation. Launch landing page and social media advertising
Greenway Trust 
campaign to increase out-of-state visitors. 
To inspire adventure travelers and nature lovers from NV, AR, CA, social
City of Westport                $7,000       media advertising campaign messaging highlights world-class fishing,
surfing, beaches, responsible tourism. 
Host media familiarization tour for bike influencer and filmmaker,
Cascade Bicycle Club            $7,000       advertising in newsletters and social media campaign targeting adventure
seekers from CO and Southern CA. 

Template revised June 27, 2019 (Diversity in Contracting).

             COMMISSION AGENDA – Action Item No. 8h                                  Page 5  of 7
Meeting Date: January 24, 2023 

Host social media familiarization tours, whose out-of-state target audience
San Juan Islands Visitors
$10,000      promotion includes visitors of color, ecotourism, adventure and sustainable
Marketing campaign includes creating video, photography, conducting
Northwest Agriculture
$9,000       media webinar, social media advertising, hosting two media influencer
Business Center 
familiarization tours, targeting fly-in visitor markets. 
Social media and print advertising campaign for two summer music
Centrum                     $8,000 
festivals - San Francisco target market. 
Digital ad marketing campaign, targeting direct flight cities, promoting
Independent Inns             $7,000 
increased out-of-state visitation to destinations statewide. 

Proposed Implementation Timeline 
• Jan. 25, 2023 - Launch application process 
• Feb. 23, 2023 - Applications due:
• Feb. 2 & Feb. 9, 2023 - Information sessions.
• March 9, 2023 - Review Selection Committee mtg. 
• March 10 – Notification to recipients and non-recipients 
• March – April 2023: Work with CPO to execute 2023 awarded agreements 
• April-Dec. 2023 – Projects executed 
• December 31, 2023: Final reports due 
Alternative 1 – Do not provide the Tourism Marketing Support Program for 2023. 
Cost Implications: $0.
(1)   Reduces specific budget request by $200,000 for 2023. 
(1)   Elimination of the program would impact small tourism organizations and industry
partners whose marketing and promotion budgets have been dramatically impacted as
a result of the Covid-19 pandemic. 
(2)   Because the TMSP program focus is to increase air traffic through SEA International
Airport as a primary gateway for all of Washington state, the cancellation of the

Template revised June 27, 2019 (Diversity in Contracting).

             COMMISSION AGENDA – Action Item No. 8h                                  Page 6  of 7
Meeting Date: January 24, 2023 

program will negatively affect leisure travel during the important industry recovery of
tourism in 2023 and beyond. 
This is not the recommended alternative. 
Alternative 2 – Offer the TMSP Program for 2023 
Cost Implications: $200,000 
(1)   The TMSP program assists and demonstrates the Port of Seattle’s intention to work with
a diverse range of organizations and industry partners. 
(2)   Because the TMSP program requires a two-to-one matching contribution, the $200,000
positively impacts tourism and visitor marketing throughout Washington State with a
minimum of $300,000 in total marketing promotional efforts. In previous years the
actual match fund levels exceeded the two-to-one match requirement. 
(3)   This program will positively affect leisure travel by increasing non-resident visitor
arrivals via SEA International Airport. 
This is the recommended alternative. 
(1)   Presentation Slides 
January 25, 2022 - Commission approved authorization for the 2022 Tourism Marketing grant
Program and authority for the Executive Director to approve execution for all related
contract agreements. 
December 15, 2020 - Commission approved authorization for the 2021 Tourism Marketing
grant Program and authority for the Executive Director to approve execution for all
related contract agreements. 
December 10, 2019 - Commission approved authorization for the 2020 Tourism Marketing
grant Program and authority for the Executive Director to approve execution for all
related contract agreements. 
July 23, 2019 – Commission briefed on 2019 Tourism Marketing Support Program awardees. 
December 11, 2018 – Commission approved authorization for the 2019 Tourism Marketing
grant Program and authority for the Executive Director to approve execution for all
related contract agreements. 

Template revised June 27, 2019 (Diversity in Contracting).

             COMMISSION AGENDA – Action Item No. 8h                                  Page 7  of 7
Meeting Date: January 24, 2023 

October 12, 2018 – Update on the 2018 program, results, and recommendations for
improving the program in 2019. 
July 23, 2019 – Marketing support program awardees were briefed to the commission. 
January 30, 2018 – The Commission was briefed on the results of the 2017 program. 
April 11, 2017 – 2017 Marketing support program awardees were announced. 
January 17, 2017 – The Commission was briefed on the results of the 2016 program. 
November 22, 2016 – The Commission approved the final 2017 budget, including $150,000
for the Tourism Marketing Support program. 

Template revised June 27, 2019 (Diversity in Contracting).


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